I was doing an audit of the Leading Results blogs, and to my horror I found that I had started a four-part blog series last year – and never completed it. I had been binge watching Mad Men and decided to look at how marketing has changed over the years.
To get caught up, read Marketing Overload and The Second Critical Role on Your Marketing Team. The series also looked at the roles that are crucial to running a marketing department that actually generates leads.
So here is part three: The Technical Role in Marketing
Marketing: the Old Way
Back when Mad Men was produced, there were 5 standard ways of marketing:
- Direct Mail
It was easy to put together your marketing calendar, write your copy, and hope that it brought you business. You had to be creative and build loyalty and emotion. The way to tell if these technologies were working was, “Is the phone ringing?”
While you still have to be creative and build loyalty and emotion, today’s marketers are inundated with different technological ways to get their stories out – more ways than I can name in this blog.
Marketing: the New Way
However, here are a few of the tools you may want to sort through:
- Social Media
- Social Oomph
- Urban Airship
As I mentioned, it would be impossible to cover every tool available – for a more comprehensive list, check this out.
How This Affects You
The point of sharing all of this is to say that, as marketers, we have a plethora of tools to choose from and learn how to operate to do our jobs today. The person who runs your marketing needs to decide which of these tools are best for your business; once they choose, they have to become experts in their use. Then, you have to consider the cost of using all of these tools – typically, you’ll need to budget between $500 and $3,000 a month depending on your goals.
Wow! If you look at the cost of the roles in the past few blogs, you’re looking at $150,000 a year for a strategist, $75,000 a year for a content writer, and around $21,000 for tools. So, cost of marketing – without someone to execute it – is around $246,000. This is still by far less than TV, radio, and magazine advertising combined (like the good old days, adjusted for inflation), but most businesses couldn’t afford to do what it took to market in the old channels.
To conclude this series (check back next month!), I’ll talk about executing the strategy with the content and the tools.